pepsi christmas party shdr v10開啟奇妙圣誕之旅

WHY

ARE

WEDOINGTHIS?GENERATE

THE

HYPE,BUZZ

&

CONTENTWHY

ARE

WEDOINGTHIS?CREATE

SPECIAL

REASON

TOMAS

INENHANCE

THE

AWARENESSON

BRAND

ASSOCIATIONSOLIDIFY

THEPARTNERSHIP

&RELATIONSHIP12CELEBRATE

CHRIST34THE

ULTIMATE

GOALMAY

THE

CHRISTMAS

ENGAGMENT

BE

ONE

OFTHE

EXCITING

REASONS

TO

COME

TOSHANGHAI

DISNEY

RESORTDURING

CHRISTMAS…EVERY

YEAR!WHY

ARE

WEDOINGTHIS?THE

TONE&

MANNERFUTURISTICFUTURISTICEXCITING&

FUNCHRISTMASYTHECONCEPTItis

the

brand

that

doesthe

magic

to

spark

theunexpected/WHYARE

WE

DOING

THIS?/Generate

the

hype,

buzz

&

contentCreate

special

reasons

to

celebrate

ChristmasinSHDREnhance

the

awareness

on

brand

associationSolidify

the

partnership

&

relationshipTHECONCEPT/

THE

ULTIMATE

GOAL

/MAY

THE

CHRISTMAS

ENGAGMENT

BE

ONEOF

THE

EXCITING

REASONS

TO

COME

TOSHANGHAI

DISNEY

RESORTDURING

CHRISTMAS…EVERY

YEAR!/

THE

TONE

&

MANNER

/FUTURISTIC,

EXCITING

&

FUN,YET

STILL

CHRISTMASY/

THE

CONCEPT

/THEMAGIC#UNEXPECTEDCHRISTMAS

#開啟奇妙圣誕之旅It

is

the

place

wheremagic

dreamscometrueTHE

MAGIC#UNEXPECTEDCHRISTMAS

IS

IN

APARALLEL

UNIVERSE,ON

THE

OPPOSITE

SIDE

OFALLTHE

EXPECTEDNESS

OF

AREGULAR

CHRISTMASTHECONCEPTTHAT

UNIVERSE

IS

FILLEDWITH

LITTLE

SURPRISES

ANDLAUGHTERSTHECONCEPT…THERE

ARE ONLY

2

DOORWAYSTO

ACCESS

TO

THAT

UNIVERSETHECONCEPTTHE

#MAGICRINGINSIDE

THE

PARK...THECONCEPTANDTHE

#MAGICCUBEOUTSIDE

THE

PARK.THECONCEPTTO

ACCESS

TO

THE

SURPRISESTHROUGH

THE

DOORWAY,

YOUHAVE

MISSIONS

TO

COMPLETETHECONCEPTTHE

MISSIONS

ARE

SIMPLE…THECONCEPTJUST

HAVE

FUN

WITH

YOURFAMIL ANDFRIENDS…THECONCEPTAND

WE

ARE

THERE

TOCAPTURE

THE

MOMENTS,FROM

EVERY

POSSIBLEPERSPECTIVETHECONCEPTTHERE

WILL

BE

ONEEXCEPTION AT

ONE

NIGHT…THECONCEPTTHAT

THE

PARALLEL

FUNSURPRISING

UNIVERSE

WILL

BEBROUGHT

TO

THE

FRONT,

BY

AMAGIC

AMBASSADOR

WHO

WILLPOWER

UP

THE

#MAGICRING…THECONCEPTAND

LIT

UP

THE

WHOLE

AREATO

KICK

OFF

THE

PARTY

ANDCELEBRATE

THE

MAGIC#UNEXPECTEDCHRISTMASTHECONCEPTTHECAMPAIGNFRAMEWORKTHE

CONSUMERJOURNEYTHE

MAGIC#UNEXPECTEDCHRISTMAS＃開啟奇秒圣誕之旅SOCIALTRADELocal

KA

engagement

&

regionale-commerce

hook

upLeverage

on

the

celebrity

power

to

call

out

theDream

collection,

gathering

stories

and

contentthat

generates

social

buzzLate

Nov

–

Dec

10/

THEANTICIPATION

/Participate

in

a

series

of

omni-channelactivations

to

win

tickets

to

SHDR

for

aMAGIC

#UNEXPECTEDChristmas1

NIGHT

between

Dec

10

&

24/

THECHRISTMASPARTY

/Dec

10

-26/

THE

MAGICEXPERIENCE

/Dec

10

-24/

THE

DOORWAYS

TO

THE#UNEXPECTEDCHRISTMASUNIVERSEMultiple

FUN

&

UNEXPECTED

EXPERIENCESthat

combines

the

virtual

and

physical

world,generating

great

CONTENTThe

#MAGICCUBEoutside

the

park

at

theDisney

Town1The

#MAGICRINGinside

the

park

at

theTomorrow

Land2*

The

detailed

engagement

mechanicsareelaborated

in

thecoming

slidesA

FUN,

EXCITING

&FUTURISTIC

Christmas

Partyatthe

magical

SHDRExtend

the

hype

&

buzzbeyond

the

Park

via

socialmediaTO

BE

COMPLETED

BY

ARKRUpdatingUpdatingTHE#MAGICRINGTHELOCATIONTHE

#MAGICRINGTHEINSPIRATIONThe

lighting

UI

theme

fromTRONIndoor

lighting

design

style

from

TRONTHE

BACK

UPLOCATIONLOCATIONOP#01LOCATION

OP#2LOCATION

OP#01UpdatingLOCATION

OP#02THEFIXTUREMAINENTRANCEINSTRUCTIONSCREEN360

BULLETTIME

PHOTO

RIG(d=6000mm)3800mm2300mm1400mmTHEFIXTURESYCHRONISEDSCREEN

FOR

THECROWDS

TOUNDERSTAND

THEINSTRUCTIONSBLUE

LED

THATCAN

BE

LIT

UPAND

ANMIATEDMiss

the

information

about

the

material，Powercables

planTHEENGAGEMENTFUN

MISSIONSTO

ACCESS

TO

THEUNEXPECTED

CHRISTMASFOLLOW

THE

INSTRUCTIONSON

THE

SCREEN

AND

POSE

UP.INSTRUCTIONS

CAN

BE:TO

MOCK

A

FAMOUSDISNEY

MOVIE

POSTER1SHOW

YOUR

LOVE

TOTHE

LOVED

ONES23SHOW

ATHLETICISM,RYTHEM

&

FLEXIBILITYTHEENGAGEMENTFUN

MISSIONSTO

ACCESS

TO

THEUNEXPECTED

CHRISTMASA

VARIETY

OF

PLAYFUL

PROPS*

TO

ADD

A

BIT

MORE

FUN*

Can

integrate

authentic

Disney

props

/merchandise

where

applicableTHEENGAGEMENTFUN

MISSIONSTO

ACCESS

TO

THEUNEXPECTED

CHRISTMASA

PLAYFUL

PHOTOBOMBING

CREW

TO

ADDEVEN

A

BIT

MORE

FUNMAYBE

A

CHARACTOR

FROM

DISNEY

MOVIETHEENGAGEMENTCAPTURETHEMOMENTFROMEVERY

PERSPECTIVEA

360

bullettime

righidden

inthe

ring,capturing

the

fun

moments

of

friends

andfamilies

engagingUpdatingUpdatingTHEENGAGEMENTFUN

MOMENTS

LOVED

BYEVERYONEThe

fun

GIF

willbe

live

fed

to

the

bigLED

screens

on

the

stageFLOWScan

theQRcode

by

yourphoneEnter

the

phonenumber

on

BA’s

PadTake

360

PhotoPreview

on

monitorand

live

feedingonstage

LED

screenTHE

ENGAGEMENT

Enter

yourphonenumberLand

the

H5

page

with360

bullet

motion&

GIF

filedownload

linkSearchthe

photoonPC

by

yourphonenumber,

thanprint

itShare

the

H5

link

onWechat

or

WeiboUpdatingTRAFFICFLOW@

THE

MAGIC

RINGTHE

#MAGICRINGSTAFFING

&

QUEUING

UP@

THE

MAGIC

RINGMAGIC

TEAM(Photobomb

and

giveout

surprising

gifts)Staffing

@

THE

MAGIC

RINGAllocationQtyShiftTotalThe

Magic

Ring3-626-12Roaming

Magic

Team2-324-6Sub-total10-18THE#MAGICCUBETHE

#MAGICCUBETHELOCATIONTHEFIXTURELED

CurtainScreen10mOPTION

IChange

the

color

of

Pepsi

logo&

motion

in

LED

curtainOPTITHEFIXTUREON

IChange

the

color

of

Pepsi

logo&

motion

in

LED

curtainTHEOPTIFIXTUREON

IIain5mChange

the

color

of

Pepsi

logo&

motion

in

LED

curtainTHEOPFIXTURETION

IIChange

the

color

of

Pepsi

logo&

motion

in

LED

curtainTHEENGAGEMENTIITHE

MAGIC

GIINTERACT

WITH

THE

SCRGIFT

BOX

AND

GET

SURPFTBOXEEN

OF

THERISEDT

TAP

FAST

O

MELT

THE

ICE

TRAP!Scan

QR

code

onthe

screen

totrigger

anH5

gamecontrolled

via

yourphoneDUAL

SCREENINTERACTIONPhonescreen

–thecontrollerThe

Magic

GiftBox

Screen

–the

displayWin

game

to

trigger

coupon

or

other

littlesurprisesInteractivescreenPick

upcompartmentUpdatingTHE

#MAGICCUBETRAFFICFLOW@

THE

MAGIC

CUBESTAFFING

&

QUEUING

UP@

THE

MAGIC

CUBEStaffing

@

THE

MAGIC

RINGAllocationQtyShiftTotalOutside

the

Cube224Inside

the

Cube224Sub-total8THE

CONNECTEDEXPERIENCEThe#MAGICCUBEThe#MAGICRINGPrintoutyour#MAGICRINGmoments

atthe#MAGICCUBEWinunexpected

surprises(including

SHDRtickets)fromthe

magicgiftbox

atthe

#MAGICCUBETHEPARTYPARTYRUNDOWNPre

Existing

&

Confidential

Information

of

PepsiCo.

Non-exclusive

for

DisneyTIMEPROGRAM7:30VIP&

MEDIA

Reception8:00DJ

Warm-up8:05Celebrity

OnStage8:10Christmas

Lighting

Ceremony8:15Celebrity

Engagement

with

the

Fans8:30Party

StartsPARTYFLOOR-PLANPre

Existing

&

Confidential

Information

of

PepsiCo.

Non-exclusive

for

DisneyF&B

AreaChristmas

Ball360

Bullet

PhotoVIP

&

Media

AreaTHEINVITATION*Writing

the

party

information

on

Christmas

bulb

as

theinvitation,

with

Christmas

sweets

&

bracelet

(as

VIPpass

for

party)

in

the

bulb.*

If

necessaryRECEPTIONPLAN7:30PMSTEP

01VIP

checks

in

&

take

bullettime

photos

at

the#MAGICRINGSTEP

02Enjoy

the

F&B

pass-aroundSTEP

03Waiting

for

the

partyDJWARM-UP8:00PMCountingdown

videoon

screenFlasheffect

atendingand

switchto

fall

darkfor

celebrity

on

stageOnly

beam

light&

DJmusicLEDPar

light

lit

up

partial

space(35%

wash

theplaza)THE

CELEBRITIESON

STAGE8:05PMShadow

motionon

LED

screenOn-stage

LEDscreens

slide

openLightingwith

blue

laser

and

celebritywalks

ontothe

stagefrom

the

‘tunnel’To

match

the

futuristictheme

and

partyvenue

design,we

use

laser

create

the

Time

Tunnel

effect.LIGHTINGCEREMONYPre

Existing

&

Confidential

Information

of

PepsiCo.

Non-exclusive

for

DisneyAs

an

important

ceremonial

component,

the

celebrity

will

kick

off

the

party

bylit

up

the

huge

Christmas

ball,

the

#MAGICRING

and

the

whole

space

one

after

another,

with

impactful

lighting

&

sound

effects.UpdatingLIGHTINGCEREMONYPre

Existing

&

Confidential

Information

of

PepsiCo.

Non-exclusive

for

DisneySTEP

01:

Play

theloadingmotion

on

LEDscreenSTEP

03:

Beamlightfocus

on

theChristmas

ballAnd

the

lighting

reflections

covers

the

open

squareSTEP

02:

Beamlightcrossover

onthe

magicring.8:10PMMAKE

DREAMSCOME

TRUEAfter

the

launch

ceremony,

celebrity

starts

tointeract

with

lucky

fans

/

VIPs.

As

the

MagicDream

Ambassador,

he

will

realize

selecteddreamsA

Merry

White

ChristmasAChristmaswithBaymaxBe

the

center

ofattention

of

the

night8:15PMDURING

THEPARTY8:30PMParty

lighting

effects,Sounds

wave

effect

on

screenSpeciallighting

effects,Play

with

party

props

&

BAEQ

wave

effects

followDJ’s

musicTHEF&BTHESOCIALENGAGEMENTTO

BE

COMPLETED

BY

ARKRSOCIALOBJECTIVESGenerate

awareness

on

theChristmas

activation

@SHDR1Create

synergy

between

offlineactivations

and

online

platformsto

maximize

impact3Drive

traffic

of

Christmas

themedpromotion

to

win

tickets

to

SHDR2SOCIALSTRATEGYCreate

anticipation

of

a

magic

unexpected

Christmas

@SHDRprior

to

the

activation

through

Christmasrelatedonlineengagements,

e.g.

Magic

Christmas

wish

collection,

etc.1Create

socialbased

platform

forconsumers

to

share

contents

generatedfromtheoffline

activation

@SHDR

to

winextra

Christmassurprises3Leverage

on

celebrity

power

(Li

Yifeng)

beforeandduringtheactivation2THOUGHT

STARTERS

ON

LYFWARMING

UP

ON

SOCIALPost

event

day/

THE

SHARING

DAY

/WHAT

A

GREAT

EXPERIENCE

DURING

CHRISTMAS!Sharing

360

gif

/

photos

on

the

fansengagement

during

the

event.Post

gif

/

motion

file

shot

by360cameras,featuring

LYF

doing

the

following,

with

messagesof

him

preparing

for

the

upcoming

festive

season,triggering

conversations

on

WHAT’SHE

DOING?Playing

basketball

(dribbling)Mysteriously

wrapping

Christmas

presents

on

thefloor

at

his

home,

and

making

dramatic

facialexpressions

when

being

‘exposed’.Mid

Dec

–

EventDay/

THE

MAGIC

CHRISTMAS

WISH

/